Engaging Users on the SERP – How Google Universal Search Changes Everything

If you haven’t noticed over the past few weeks there has been a sea change on Google’s Search Engine Results Pages (SERP). Universal Search is what Google calls it but it’s much more than search. At its core it creates an entirely different engagement dynamic and search user experience. Until now the goal of Google’s… Continue reading Engaging Users on the SERP – How Google Universal Search Changes Everything

Optimizing Social Media Landing Pages

Last week on Search Engine Land Neil Patel raised the idea of creating custom landing pages for Social Media. I’m all for it. I’ll try to build on Neil’s ideas and add my thoughts on optimizing this type of landing page. SMO Success Metrics One problem people have with Social Media Optimization (SMO) is not… Continue reading Optimizing Social Media Landing Pages

Convenience Marketing: The Medium is the Message

As marketers and advertisers we sometimes forget the most basic reason people use the digital medium. Convenience. The user experience online has no parallel in the offline world. The offline experience is optimized in a whole other manner. If you read Paco Underhill’s wonderful insight into offline shopping strategy in “Call of the Mall” you… Continue reading Convenience Marketing: The Medium is the Message

Skype Boosts Homepage Conversion Rate with Radical Simplicity

Thanks to the informational heavy handedness of 1.0 design we have the opportunity at OTTO Digital to employ our Radical Simplicity™ methodology quite frequently to improve the performance of pages and enhance brand value. The way it works, simply, is to segment users and then strip the page to a single consideration and call to… Continue reading Skype Boosts Homepage Conversion Rate with Radical Simplicity

How Brand, Product & Community Influence Intention

In my last post I wrote that all user intentions can be boiled down to one of two goals, discovery or recovery. To create marketing strategies for these intentions we must begin by understanding the way users think in the course of trying to achieve these goals. Users respond to what they know. This can… Continue reading How Brand, Product & Community Influence Intention